Affle has launched MediasmartTV, a self-serve platform designed to bring mobile-style performance tracking to CTV advertising. The platform utilizes IP addresses and household signals to enable a cost-per-converted-user (CPCU) model, allowing advertisers to measure outcomes like app installs and purchases on television screens.
This shift toward outcome-based pricing forces a transition from traditional upper-funnel awareness metrics to hard performance data in the living room. By applying mobile-first attribution logic to the 65-inch screen, Affle is pressuring established SSPs and DSPs to justify spend through direct ROI rather than reach alone. This move specifically targets the growing segment of gaming and utility app marketers who have historically viewed TV as too opaque for user acquisition budgets. As the company pursues trademarks for 'TV to cart' and 'TV to travel,' watch for whether major US holding companies adopt these performance-linked models or maintain their preference for impression-based reach.
Affle has launched MediasmartTV, a self-serve platform that introduces a cost-per-converted-user model to connected TV advertising. By billing advertisers only for specific outcomes like app installs or purchases, the platform bridges the gap between TV exposure and mobile conversions, pressuring the industry to shift from awareness metrics to direct ROI.
The CPCU model allows advertisers to pay only when a viewer completes a specific action, such as an app install or a purchase, after seeing a connected TV advertisement.
The platform uses household signals and ecommerce integrations with platforms like WooCommerce and Adobe Commerce to track conversions instead of relying on traditional cookies.
MediasmartTV aggregates supply from over 1 trillion monthly ad opportunities through partners including Magnite, PubMatic, Samsung, and LG.
Affle is targeting US app marketers in sectors such as gaming, finance, and rideshare that require clear performance data for user acquisition budgets.
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